Depends and their excellent #Underwareness Campaign

Recently in New York City a very innovative underwear fashion show took place. Attractive male and female models strutted their stuff along the cat walk to show… adult diapers. Yes, that did in fact happen. No, I am not making this up.

The Depend Company is an industry leader when it comes of providing people who suffer from incontinence and bladder leakage with reliable Disposable Underwear, Guards, Pads, and Briefs. They recently released a campaign that puts an interesting spin on a condition that affects over 65 million Americans that is often not discussed by anyone: incontinence and bladder leakage. However, this is more than a marketing ploy, their angle is quite refreshing and it has a deeper underlying message that is worth being heard.

For decades incontinence and adult diapers were always associated in the collective conscience to the sick and the elderly. However that is a notion that is very far away from the truth. The statistic show that this condition affects one in four Americans in an age range of 20-80. In total, more that 65 million people living in the US have to deal with this condition, furthermore 23 million of those people are under the age of 45 and, in most cases, they are living feeling embarrassed by it. The Underwareness campaign that Depend is launching is seeking to gather the attention of the general public to an issue that is affecting so many lives on a daily basis. How are they planning to raise awareness? By dropping their pants. And unlike that old Simpson’s joke, they are aiming to knock it out of the park for Incontinence Awareness.

The Underwareness Campaign is going above and beyond. As they state on their website (www.underwareness.com), this initiative is a both a social movement and a charitable cause. In support to the millions of Americans who experience Incontinence and Bladder leakage, the Depend brand is going to up the ante and ‘put their money where their mouths is’. They have announced that they will donate $1 to the United Way Worldwide and The Simon Foundation for Continence for any of the following:

· For every pant drop, photo and video shared and tweet tagged using the hashtags #Underwareness and #DropYourPants.

· For every personal video made about what Underwareness means to you that is uploaded to YouTube and tagged with those same hashtags.

· For every Facebook, Instagram and Twitter engagement to posts with those hashtags.